Dividend Power Score
A single, comprehensive score designed to measure the true strength of a company’s dividend.
This score combines three essential pillars of dividend quality:
Consistency – Measures how reliable the dividend has been over time, focusing on payment history, stability, and the absence of cuts or suspensions.
Payability – Assesses the company’s financial ability to sustain its dividend, taking into account cash flow, earnings coverage, balance sheet strength, and overall financial health.
Growth – Evaluates the long-term growth of both the dividend and the company’s share price, highlighting businesses that consistently increase payouts while creating shareholder value.
Higher scores identify companies that have historically delivered dependable income alongside sustained dividend growth and long-term capital appreciation.
Company Overview
Under Armour, Inc. is a global performance apparel, footwear, and accessories company operating within the athletic wear, sports apparel, and performance footwear industries. The company designs, markets, and distributes products intended to enhance athletic performance, recovery, and comfort, serving athletes and active consumers across a range of sports and fitness activities. Its primary revenue drivers are performance apparel and footwear sold through wholesale, direct-to-consumer e-commerce, and brand-owned retail channels.
Founded in 1996, Under Armour initially differentiated itself through moisture-wicking compression apparel designed for athletes. Over time, the company expanded into footwear, accessories, and connected fitness initiatives, positioning itself as a performance-focused alternative to traditional athletic brands. Its strategic positioning emphasizes innovation, technical materials, and brand credibility among competitive and training-oriented consumers.
Business Operations
Under Armour operates through three primary business segments: Apparel, Footwear, and Accessories, with Apparel historically accounting for the majority of revenue. The company generates sales through wholesale distribution to sporting goods retailers, department stores, and team dealers, as well as through direct-to-consumer channels including e-commerce and brand-owned retail stores. Licensing revenue from select international markets also contributes to overall performance.
The company maintains global design and product development operations while relying on third-party manufacturers, primarily located in Asia, for production. Under Armour controls key intellectual property related to fabric technologies and footwear design and operates subsidiaries including Under Armour Retail, Inc. and Under Armour International B.V. Strategic partnerships with athletic leagues, universities, and professional athletes support brand visibility and product adoption.
Strategic Position & Investments
Under Armour’s strategic direction centers on improving profitability, simplifying its operating model, and strengthening brand relevance in core performance categories. Growth initiatives have included a sharper focus on premium performance apparel, selective footwear innovation, and optimization of its direct-to-consumer channel while reducing promotional intensity.
Historically, the company invested in digital fitness platforms and later exited most of those assets to refocus on core apparel and footwear operations. Notable past acquisitions, including MyFitnessPal and Endomondo, were subsequently divested. Current strategic investments emphasize supply chain efficiency, product margin expansion, and disciplined international growth. Data on emerging technology investments beyond product innovation is inconclusive based on available public sources.
Geographic Footprint
Under Armour is headquartered in North America, with its corporate headquarters located in Baltimore, Maryland. The company generates the majority of its revenue from the United States, while maintaining a significant presence in Europe, Asia-Pacific, and Latin America through a mix of direct operations, distributors, and licensees.
Internationally, Under Armour operates regional offices and subsidiaries in key markets including Western Europe, Greater China, and Japan, with products sold in over 100 countries. Manufacturing is outsourced globally, primarily across East and Southeast Asia, giving the company broad international operational exposure despite a U.S.-centric revenue base.
Leadership & Governance
Under Armour was founded by Kevin Plank, who played a central role in shaping the company’s performance-driven culture and brand identity. The current leadership team emphasizes operational discipline, brand clarity, and long-term shareholder value, reflecting a strategic shift toward sustainable profitability.
Key executives include:
- Kevin Plank – Executive Chairman and Founder
- Stephanie Linnartz – President and Chief Executive Officer
- Dave Bergman – Chief Financial Officer
- Colin Browne – Chief Operating Officer
- Lisa Collier – Chief Product Officer
The company is governed by a board of directors that oversees strategy, risk management, and executive compensation, aligning leadership incentives with financial performance and brand strength.